Job Outline:
The Group Marketing Automation Specialist is responsible for designing, implementing, and managing automated marketing campaigns to enhance efficiency, customer engagement, and overall campaign performance. This role involves optimizing marketing automation platforms to streamline workflows, segment customer data, and deliver personalized marketing communications at scale. The specialist will collaborate closely with CRM and marketing teams to align marketing strategies with automated execution, driving higher ROI and improved customer experiences.
Main Duties and Responsibilities:
- Develop and Manage Automation Campaigns, Design, implement, and maintain automated marketing campaigns across multiple channels, ensuring personalized and optimized targeting for maximum engagement and conversions.
- Manage Marketing Automation Platforms, Oversee the daily operations of marketing automation platforms, continuously optimizing settings, templates, and workflows for better performance.
- Lead Segmentation and Targeting, Segment customer data for personalized communications and implement lead scoring systems to prioritize leads for nurturing and sales.
- Align with CRM and Sales Teams, Collaborate with CRM and sales teams to ensure data integration and alignment between marketing automation and broader customer relationship management efforts.
- Monitor and Analyse Campaign Performance, Track key performance metrics of marketing campaigns, analyze results, and generate reports to provide actionable insights for continuous optimization.
- Optimize Lead Nurturing Programs, Develop and refine lead nurturing workflows to guide leads through the customer journey, improving conversion rates.
- Testing and Optimization, Conduct A/B testing and experiment with different workflows and messaging to optimize campaign effectiveness.
- Compliance and Best Practices, Ensure that all automated campaigns comply with data protection regulations and follow industry best practices for privacy and data security.
- Training and Support, Provide training and support to the marketing team on the use of automation platforms, ensuring best practices are followed.
Person Specifications:
- Bachelor degree in Marketing, Business, MIS, or a related field.
- 2+ years of experience in managing marketing automation platforms (e.g., Pardot).
- Strong understanding of marketing automation best practices, lead generation, and customer segmentation.
- Experience integrating CRM systems (Salesforce) with marketing automation tools.
- Excellent analytical, organizational, and communication skills.
- Experience in A/B testing, B2B marketing, and lead nurturing strategies for complex sales cycles.
- Familiarity with SQL, advanced data analysis tools (Power BI), and SEO/PPC strategies.
- Certifications in digital marketing, Google Analytics, or advanced marketing automation platforms.
